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Our team helped the world’s leading home fashions manufacturer, Springs Global, refresh and relaunch their 80-year-old Springmaid bedding brand with a new brand identity designed to appeal to today’s consumers.

Project Overview

What We Did

Working closely with the Springmaid team, Wray Ward created a completely new brand identity with the promise of surprise and delight. True to the brand’s personality, all design elements reflected a contemporary sense of simplicity and were perfectly suited for a successful launch in Target stores.


Within the first six months of the Springmaid launch in Target stores nationwide, Springmaid sales surpassed those of the previous year and marketing garnered a staggering 42 million impressions.

Brand Identity

From the new logo to packaging to POP, we incorporated surprise and delight into every detail and design decision.

Print Advertising

Beautiful, full-page display ads in shelter magazines invited audiences to mix and match patterns in new ways to create looks and attitudes all their own.

Digital Design & Development

An updated website invited consumers to interact with Springmaid designs and find inspiration while displaying collections and facilitating purchases.

Brand Experience

From coverage in leading journals to a full-court press campaign aimed at the trade, we utilized every tool to generate awareness. We used momentum from the launch anniversary of O, The Oprah Magazine to garner even more exposure with an event in Times Square during Oprah’s Live Your Best Life Walk. To cap it all off, we surrounded the news media and home furnishings buyers with brand experiences at every turn at the New York Home Furnishing Spring Market.